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She grabs the keys to her Ferrari as she exits her Rose Bay mansion swinging her YSL handbag, toitering in her Gucci heels and swishing her freshly-coloured red locks. But one thing about this picture is not as it seems - and no, before you ask, the Gucci heels are not actually Gushi shoes purchased from a market stall in Bali. That to-die-for red mane? It’s a home hair dye job. Yep, according to the latest data from Roy Morgan Research, the percentage of affluent women buying home hair dye is on the rise.
While the sales of home hair-colouring products have declined slightly over the past five years, recent analysis confirms more women on salaries of $100,000+ are buying home hair dye. In an average six months to March 2014, 27 per cent of women who earn $100,000 or more purchased home hair colour. When compared to statistics from 2010, this is an increase of 70,000 women per half year.
Over the last five years, a greater proportion of women on higher incomes are choosing to colour their hair in the privacy of their own homes. While the data doesn’t answer what is driving the trend, it could very well be a factor of convenience. Busy women on high incomes who feel pressure to always look their best may be opting to colour their hair at home rather than sacrifice two or more hours at a salon,” explains Roy Morgan Research group account director - consumer products Angela Smith.
John Frieda international creative consultant Harry Josh agrees that time-saving may be driving this trend. A busy working woman doesn’t always have time to spend hours in the salon to get her colour done. With the right at-home colour kits, like John Frieda, it’s easy for women to do their own colour at their convenience in just 20 minutes. They’ll achieve great colour and only need to visit the salon for a quick trim,” says Josh.
As Josh alludes, the popularity of at-home hair dyeing does not mean hairdressers will have to shut up shop due to redundancy. According to the Roy Morgan Research data, of those women on $100,000+ salaries who had bought a home hair-colouring product, 62 per cent had also paid for hairdressing services in the past four weeks. Many women with busy family and work activities will visit a salon and then touch-up on their own with at-home products. This gives them a time and cost savings and fits within their schedules,” explains Josh.
While the cost savings may not be the number one priority for affluent women when it comes to at-home hair dyeing, there’s no doubt it delivers significant benefits to bank balances. An average visit consisting of a cut and colour (single process or highlights) can range anywhere from $150 to $600. Depending on the detail of either step, the client will need to come back for trims or colour touch-ups every four to six weeks,” reveals Josh. At its cheapest ($150 every six weeks), getting hair dyed at the salon accounts for $1200 per annum. Compare this to the annual $184 it costs to dye your hair every six weeks using the John Frieda Precision Foam Colour, and that’s a whole lot of money that could be used towards the next pair of Gucci shoes.
But whether you’re talking cost or time savings, none of this would matter if the product is a dud. The fact of the matter is, even regular salon visitors are being won over by the impressive innovations in the at-home hair category. There have been some incredible developments with at-home hair colour and treatments available to women over the last few years,” says Josh. I’m amazed at how great the recent formulations and application methods of at-home hair colour have been. The quality is rich and the application easier than ever. Women can now trust at-home colour in a way they may not have before.”
One at-home hair product that continues to attract customers due to its efficacious formulation is the John Frieda at-home hair colour, Precision Foam Colour. Launched in 2012, the foam colour was a result of over eight years of research and development, with all the formulas and shades developed in Kao laboratories and John Frieda salons to ensure high-quality results. Because of the John Frieda brand’s heritage in colour care (with Sheer Blonde, Brilliant Brunette, Radiant Red), consumers were expecting a true salon-quality product that really delivers on its promise. We are finding once women try Precision Foam Colour, they are extremely loyal to it,” reveals Kao Australia assistant brand manager – John Frieda Colour Georgie Packer.
With Kao Global Factbook 2012 statistics finding 57 per cent of Australian women get a permanent hair colour treatment every year, there is clearly big market potential for hair care brands with colour offerings. Impressive formulations paired with time and cost savings will see the at-home hair colour market continue to cement its place when it comes to effective hair dyeing options.
Image: The Sweetest Thing.